14 November 2008
WYG officially unveiled its new brand identity on 10th November, following a 12 month client and employee review. The fresh, contemporary brand structure presents a strong, united image that embodies WYG’s values and approach.
The new brand structure has been designed to offer a flexible framework that represents the “best of the best” values and business principles of all companies across the Group, while retaining a consistent family feel.
WYG’s research highlighted:
Out of this research emerged the new WYG strapline – “creative minds safe hands”.
CEO Lawrie Haynes explains the strategy behind the new identity:
“A strong brand is a very powerful asset and we needed to evolve an identity that would modernise and strengthen WYG, particularly at a time when distinguishing competitive advantage is crucial.
Our mission is simple – to be the best in class consultant in all that we do. Our role in the lives of our clients is to inspire confidence as a trusted source of excellence across all our services.
Our business model comprises a number of acquisition brands and the new brand identity harnesses the “best of the best” from the family of companies that form WYG.
We have made a number of successful acquisitions and our new multi brand approach allows premium acquired businesses such as Savell Bird & Axon; Adams Kara Taylor; Tweeds and Nolan Ryan to flourish within this new flexible brand framework.”
Bringing The Brand To Life
The new identity considers key elements of the research findings with the handwritten WYG logo giving the company name a personal touch. By positioning it in a circle, the logo becomes a modern “seal” – a symbol of integrity and personal commitment to our clients.
The dotted line is a key design element and links the brand with the new company strapline – “creative minds safe hands”.
WYG’s brand review was conducted by Robert Bean from strategic brand experts, Northstar Partners, who has worked with companies to develop their brand approach including BMW, Honda, BT, Unilever and The Body Shop.